Investigating perspectives towards online content that promotes road safety: A qualitative study across three age groups

Introduction: Social media is an ideal platform for displaying online material that promotes road safety and discourages road rule violations. However, limited research has investigated the impact of online material promoting road safety on attitudes and behavior, and whether different age groups are influenced by such content. Method: The qualitative study explored: (a) opinions and attitudes towards online material/content that promotes road safety/discourages illegal driving behavior; (b) whether participants believe this content can influence attitudes/behavior; and (c) whether these opinions differed across age groups. Sixty-six licensed Queensland drivers participated in a focus group. Three age groups were included: young drivers (17–25 years; n = 21), middle-aged drivers (26–49 years; n = 22), and older drivers (50 + years; n = 23). Results: The data were analyzed using reflexive thematic analysis, resulting in four themes: (1) Metrics behind a persuasive message, (2) Diverse and compelling content, (3) Demographics matter, (4) Each to their own. Conclusions: There is the potential for social media to help promote road safety messages. Therefore, these findings have important implications for road safety messaging strategies and future research. Practical Applications: Future research could benefit by exploring ways to increase exposure to online material promoting road safety and determining which social media platforms are more likely to promote road safety material, with consideration to online algorithms.